Brands
TAM AdEx: Reviewing the TV news genre in 2023 report
Mumbai: TAM AdEx India has released a report on television medium – reviewing the TV news genre in 2023 report.
In year 2023, a drop of eight percent in ad volumes was seen over year 2022 and growth of six per cent compared to the year 2019. The highest growth in ad volumes was observed in year 2021 since the year 2019. The second quarter of 2023 witnessed the highest ad volumes (on per day basis).
The lowest share on the news genre was during Feb’23. Ad volumes started peaking up again post-Sep’23 i.e. during the festive period.
In the year 2020, the news genre reached its peak (at 30 per cent).
Hindi news topped with 19 per cent share of the news genre’s ad volumes during both the year 2023 and the year 2022. The top five subgenres accounted for around 56 per cent share of ad volumes during both periods.
The services sector maintained its first rank in the year 2023 followed by food & beverages on the second position. Auto, banking/finance/investment and personal accessories saw positive rank shift. The top 10 sector added 80 per cent share in the news genre.
Retail outlets – jewellers category topped the news genre in year 2023; followed by ‘cars’. Toilet soaps, toilet/floor cleaners, and multiple courses were the new entrants among the top 10 in year 2023. The top 10 categories added 26 per cent share of the news genre’s ad volumes.
Honey saw the highest rise of three times in ad secondages, followed by school during year 2023 compared to year 2022. Three out of 10 categories belonged to the food & beverages sector.
Reckitt Benckiser retained its first position, followed by Hindustan Unilever*. Lalithaa Jewellery Mart and Reliance Retail were the new entrants among the top 10. Top 100 advertisers accounted for 53 per cent share of overall news genre advertising.
Webart Softech was the top exclusive advertiser in the news genre followed by Bonnie Foi Group during the year 2023.
3.7K plus advertisers exclusively advertised during year 2023 over year 2022 in the news genre. Piramal Capital & Housing Finance and Bonnie Foi Group were the top two exclusive advertisers of 2023 compared to 2022.
Around 300 plus brands covered 50 per cent of news genre ad volumes in 2023.
The regional and national channels had 75 per cent and 25 per cent share of ad volumes respectively in the news genre during 2023.
Nims University and Lalithaa Jewellery Mart were leading exclusive advertisers on national and regional news channels respectively during Y 2023.
Primetime, afternoon & morning time bands together added 70 per cent share of ad volumes.
20-40 seconds ads had the highest share of 64 per cent in 2023.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
